The Implementation of a Target Market Analysis System with Scenario Analysis -- A Study of Targeting the Potential Customers of Interruptible Load Measures in the Electricity Industry
Date Issued
2007
Date
2007
Author(s)
Cheng, Wei-Ting
DOI
zh-TW
Abstract
Since consumer behavior is no longer fixed and competition among companies becomes even more intense with the improvement of technology, it is impossible for a company to satisfy everyone in the world. For example, it is rather expensive for a beverage company to offer various kinds of products to customers in order to satisfy them. Owing to diverse consumer behavior, it is economical to identify the target market. A company can benefit more by spending most of its resources on the target market.
The process of identifying the target market is known as target marketing. Market segmentation is the first step of target marketing. In general, segmentation analysis uses hard clustering methods for the purpose of segmentation and identifies the characteristics of each segment in order to apply to other customers. Nonetheless, scant original data always make hard clustering methods worthless. In order to solve this problem, we use fuzzy c-means to improve the bias resulting from scarce data. Nevertheless, in case of an astronomical amount of data, the result obtained with fuzzy c-means is not as good as expected. Depending on different clustering methods, data characteristics always have a different effect on the analysis result.
Furthermore, general target marketing merely supports short-term strategies, since its data is obtained from historical transactions or consumers’ current status. In order to support long-term strategies, we propose the process of target marketing analysis with scenario analysis and use data from the interruptible load measure of the electricity industry to verify the analysis process. Finally, according to the process, we implement the system to support target marketing analysis with scenario analysis.
Subjects
目標行銷
資料探勘
分群分析
關聯規則
軟式分群
情境分析
fuzzy c-means
target marketing
data mining
association rule analysis
CRUISE
clustering analysis
scenario analysis
SDGs
Type
other
File(s)![Thumbnail Image]()
Loading...
Name
ntu-96-R94725011-1.pdf
Size
23.31 KB
Format
Adobe PDF
Checksum
(MD5):167e2014b8e69ef82eaa1580ee4d2402